The Health Advergames Round-Up: The Good, The Bad  and The Ugly Julia Loughran www.iConecto.com   www.Gaming4Health.com [e...
Outline <ul><li>What are Advergames? </li></ul><ul><ul><li>Their History </li></ul></ul><ul><ul><li>Their Effectiveness </...
What are Advergames? http://www.youtube.com/watch?v=rr0HCAHoKSA
Types of Advergames <ul><li>Around-game environment ads </li></ul><ul><li>In-game environment ads </li></ul><ul><li>In-gam...
History of Advergames <ul><li>1964: Mustang cars appear in Chicago Coin  Pinball Machines </li></ul><ul><li>1973: DEC’s Mo...
Why Advergame? <ul><li>Increase consumer interest in a target product </li></ul><ul><li>Create brand equity through synerg...
Does it work? <ul><li>The Henry J. Kaiser Family Foundation Research (Jan. 2007)  </li></ul><ul><ul><li>73%  of 77 major f...
The Market
Health  eGames Copyright 2009, All Rights Reserved, Douglas Goldstein Health Advergames:  Reaching the Consumer  and Build...
Exergames <ul><li>Pedometers (Sponge Bob) </li></ul><ul><li>Disney’s  </li></ul><ul><ul><li>High School Musical Dance Mat ...
Healthy Behavior Swiss Aids Federation “Catch the Sperm” M. D. Anderson Cancer Center in Houston a $3.7 million grant to c...
Healthy (Unhealthy?) Eating
Example: Pharmaceutical Companies <ul><li>Baxter Healthcare (Medicine for bacteria) </li></ul><ul><li>Viagra </li></ul><ul...
Other (Gray?) Examples <ul><li>Professional Training (Nobel Biocare?) </li></ul><ul><li>Medical Device Companies (GlucoBoy...
Health Advergames:  Lessons Learned <ul><li>Advergames must be fun and or informative first! </li></ul><ul><li>People born...
What the Future Holds for Health Advergames <ul><li>iPhone and mobile apps </li></ul><ul><li>Advergames in Virtual Worlds ...
www.iConecto.com www.Gaming4Health.com [email_address]   703.628.6969
What I’m Playing …
Upcoming SlideShare
Loading in …5
×

Games For Health Advergaming Loughran 06 09 09

1,969 views

Published on

This presentation was presented by Julia Loughran at the Games for Health Conference in Boston June 10-12, 2009.

Published in: Entertainment & Humor
  • Be the first to comment

  • Be the first to like this

Games For Health Advergaming Loughran 06 09 09

  1. 1. The Health Advergames Round-Up: The Good, The Bad and The Ugly Julia Loughran www.iConecto.com www.Gaming4Health.com [email_address] 703.629-6969 m
  2. 2. Outline <ul><li>What are Advergames? </li></ul><ul><ul><li>Their History </li></ul></ul><ul><ul><li>Their Effectiveness </li></ul></ul><ul><ul><li>The Advergaming Market </li></ul></ul><ul><li>Health Advergames </li></ul><ul><ul><li>Exergames </li></ul></ul><ul><ul><li>Healthy Behavior </li></ul></ul><ul><ul><li>Healthy (Unhealthy?) Eating </li></ul></ul><ul><ul><li>Pharmaceutical Companies </li></ul></ul><ul><ul><li>Other Gray Area Examples </li></ul></ul><ul><li>Advergaming Lessons Learned </li></ul><ul><li>What the Future Holds </li></ul>10 Confidential. Copyright, All Rights Reserved, iConecto, Douglas Goldstein
  3. 3. What are Advergames? http://www.youtube.com/watch?v=rr0HCAHoKSA
  4. 4. Types of Advergames <ul><li>Around-game environment ads </li></ul><ul><li>In-game environment ads </li></ul><ul><li>In-game immersive ads (video game designed solely for a specific brand or advertising) </li></ul>
  5. 5. History of Advergames <ul><li>1964: Mustang cars appear in Chicago Coin Pinball Machines </li></ul><ul><li>1973: DEC’s Moonlander Easter Egg (McDonald’s) </li></ul><ul><li>Early 1980s: McDonalds and Parker Bros; Coca-Cola and Atari; Ralston Purina; Johnson & Johnson’s “Tooth Protector”; M Network and General Mills’ “Kool-Aid Man” </li></ul><ul><li>1987: graphics improve; in-game billboards are big-biz; Ford Simulator </li></ul><ul><li>Mid-1990s: In-game advertising ubiquitous; 1992: Colgate-Palmolive’s “Harold Hardteeth and the Fight of the Clean Teeth”; Frito Lay’s “Too Cool to Fool” and others </li></ul><ul><li>1998: Coca-Cola’s 3D interactive Mr. Pibb game </li></ul><ul><li>Dot-com bust – rebuilding; opportunities for many industries – especially Health! </li></ul>
  6. 6. Why Advergame? <ul><li>Increase consumer interest in a target product </li></ul><ul><li>Create brand equity through synergy and entertainment </li></ul><ul><li>Maximize product purchasing </li></ul><ul><li>Integration in a larger synergistic campaign </li></ul><ul><li>Increase brand recognition and loyalty </li></ul><ul><li>Reach specific age group/demographic </li></ul><ul><li>Use as a social marketing tool (promote general messages re: improving the health and welfare of people) </li></ul><ul><li>Educational medium </li></ul>10 Confidential. Copyright, All Rights Reserved, iConecto, Douglas Goldstein
  7. 7. Does it work? <ul><li>The Henry J. Kaiser Family Foundation Research (Jan. 2007) </li></ul><ul><ul><li>73% of 77 major food websites aimed at kids offered at least one advergame </li></ul></ul><ul><ul><li>38% of these sites offered prizes or rewards available only by purchasing a specific brand of food and entering the code online, as mentioned above </li></ul></ul><ul><li>University of Missouri Study </li></ul><ul><ul><li>The study revealed that consumers expressed strong positive relationships toward brands when they played advergames with strong thematic connections to the brands. </li></ul></ul><ul><li>Brand Retention </li></ul><ul><ul><li>60% of players on a popular ad/game network can recall an ad after three months and 30-40% can recall the ad after six months (far ahead of TV or Internet) </li></ul></ul>
  8. 8.
  9. 9. The Market
  10. 10. Health eGames Copyright 2009, All Rights Reserved, Douglas Goldstein Health Advergames: Reaching the Consumer and Building Brand Equity
  11. 11. Exergames <ul><li>Pedometers (Sponge Bob) </li></ul><ul><li>Disney’s </li></ul><ul><ul><li>High School Musical Dance Mat </li></ul></ul><ul><ul><li>Hannah Montana Dance Mat </li></ul></ul><ul><li>Dancing with the Stars </li></ul><ul><li>Kraft Gamepad </li></ul>
  12. 12. Healthy Behavior Swiss Aids Federation “Catch the Sperm” M. D. Anderson Cancer Center in Houston a $3.7 million grant to create an anti-smoking video game Colgate’s Kids World
  13. 13. Healthy (Unhealthy?) Eating
  14. 14. Example: Pharmaceutical Companies <ul><li>Baxter Healthcare (Medicine for bacteria) </li></ul><ul><li>Viagra </li></ul><ul><li>Mirapex (restless leg syndrome) </li></ul><ul><li>Nasonex </li></ul>
  15. 15. Other (Gray?) Examples <ul><li>Professional Training (Nobel Biocare?) </li></ul><ul><li>Medical Device Companies (GlucoBoy?) </li></ul>
  16. 16. Health Advergames: Lessons Learned <ul><li>Advergames must be fun and or informative first! </li></ul><ul><li>People born > 1980 prefer to learn in groups, with multi-media and be entertained and excited.* </li></ul><ul><li>Women are the Health CEOs of a family and the largest demo of casual gamers </li></ul><ul><li>Advergames offer capability to capture user demographics that other advertising platforms do not </li></ul><ul><li>Games have the power to lead to behavior change </li></ul><ul><li>Advertisers should not duplicate static campaigns on interactive platforms </li></ul><ul><li>Online games can spawn communities and become viral </li></ul><ul><li>Matching game to brand </li></ul><ul><li>Since it costs more than traditional advertising – have benchmarks for success </li></ul>* Deloitte research study.
  17. 17. What the Future Holds for Health Advergames <ul><li>iPhone and mobile apps </li></ul><ul><li>Advergames in Virtual Worlds </li></ul><ul><li>Video games as part of health-related websites (gaming arcades to hospitals, providers, etc.) </li></ul><ul><li>Google In-Game Advertising </li></ul>
  18. 18. www.iConecto.com www.Gaming4Health.com [email_address] 703.628.6969
  19. 19. What I’m Playing …

×